Edited by Jana Pelclová and Wei-Lun Lu
[Discourse Approaches to Politics, Society and Culture 79] 2018
► pp. 303–328
Chapter 13. Persuasion in musical multimedia
A conceptual blending theory approach
I use the Conceptual Blending Theory to discuss the application of familiar music themes in unexpected contexts, where the music assists the image and text in swaying viewers’ opinion. A new interpretation emerges in such examples after two-tier conceptual blending. The musical themes initially integrate with the original (visual) context in listeners’ long-term memory, creating stable blends with predictable connotations. In the changed context, these blends become inputs in a new integration process, where the creators consciously play with listeners’ expectations: either by enhancing them, creating what blending theorists call the vital relation of analogy, or by disappointing them, creating the relation of disanalogy. I therefore integrate insights from cognitive linguistics and musicology in discussing the persuasive potentials of music.